Mix Up Midweek campaign improves perceptions of pork

The return of AHDB’s Mix Up Midweek campaign has improved consumer perceptions of pork as a healthy choice has proven a success as 92% of consumers reported they considered pork medallions as a healthy mealtime choice.

The marketing campaign, which is now in its fifth year, ran for six weeks in January and February with the aim of informing consumers that certain cuts of pork are lean and low in fat, and encouraging them to consider pork as a healthy meal option.

And according to the results, 75% of consumers said they feel differently about pork medallions after seeing the campaign, whilst six in ten consumers said they are likely to buy pork medallions.

A further 61 per cent of consumers said the campaign altered their perception of pork shoulder, and 84 per cent agreed the campaign communicated it as a good easy-to-cook midweek meal solution.

During its entirety, AHDB’s Mix Up Midweek campaign reportedly reached 76 per cent of UK households and generated nearly 30 million impressions across social media channels, video-on-demand and online video.

“Lean pork is easy to cook and can be enjoyed as part of a healthy balanced diet, so we are really pleased to see that the latest phase of our “Mix Up Midweek with Pork” campaign is having a positive impact on consumers perceptions of pork as a healthy mealtime choice,” said AHDB’s director of marketing Liam Byrne.

“AHDB is committed to working with wider industry to support our pork levy payers during this particularly challenging time. This campaign is part of a long-term strategy to positively promote the values and value of pork and latest data shows that pork sales have been out-performing chicken versus pre-pandemic retail sales.”

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